Media scheduling and targeting: Scheduling print

 

The ecological fallacy, the drawing of inferences about individuals based on aggregate level data, was discovered over 50 years ago but is still present in a surprising number of commonly employed mar ...

This paper examines new developments in readership analysis and explores an innovative solution to the issue of managing the accumulation of print audiences in the Dutch market. The authors present wa ...

This paper shows evidence that reach and frequency estimates used for print planning in the United States are likely flawed. Cumulative net reach appears significantly understated (and frequency is ov ...

The author uses the laws of Weight Watchers to describe the natural laws of advertising: - (1) don't pig out - moderation makes advertising work better; (2) don't skip dinner - more continuous adverti ...

The Newspaper Society has carried out research to;- demonstrate the advertising effectiveness of the regional press; demonstrate its effectiveness in mixed media schedules; explore the cost effectiven ...

Describes a case study in which econometric analysis was used to refine media strategy. The client (the brand leader) was under pressure to get greater efficiency out of the existing budget. The analy ...

This paper is aimed at answering the relevant questions regarding media selection in certain defined target areas. It is a very special paper, dealing with the large number of difficulties occurring w ...

Describes a new model for press reach and frequency. Unlike conventional readership models, this takes account of how insertions can be spaced over time, by using a new measure from research: the prop ...

Responds to John Terris: 'The Better Use of Media Researchers', Admap July-August, 1988. Explains why TGI usage questions have to be different for different product fields: because they are designed t ...